How to import Shopify data to Google Ads for campaign optimisation

We all know the importance of utilising first-party data within our Google Ads campaigns.

Not only do they allow us to expand retargeting audiences for personalised messaging, but also help fuel machine learning efforts by providing campaigns with valuable data on real customers, informing automated bidding to reach more of the right users.

But how do we start using it? Thankfully, Shopify make it very easy to export the data you need for use in your digital campaigns. 

Our Paid Media experts would first recommend reading Google’s Customer Match Policies. This article explains the requirements for using Customer Match audiences, as well as information regarding the data that is uploaded into Google Ads. Ensure your data meets the requirements before uploading.

Exporting the data

If you need a quick export of your existing customer base, log in to Shopify and navigate to ‘Customers’ in the left-hand menu. In the top right corner, click ‘Export’.

A menu will pop up, allowing you to amend the export settings. Ensure all customers and customer metafields are selected, then export as CSV for Excel, Numbers, or other spreadsheet programs. This will send a download link to the email address you are currently signed in as.

Creating customer segments

If you want to export a particular sub-set of customers, such as users from a particular country or users over a certain purchase value, you can use Shopify’s segment creator to do just that.

• Navigate to Customers > Segments

• Click ‘Create segment’ in the top right corner

• Use the template builder to choose a pre-defined template, such as first-time customers or target specific location

• Alternatively, use the filter builder to define your own criteria

• Once your template or filters are applied, click on ‘More actions’ in the top right corner followed by ‘Export’. You will shortly receive an email to a download link once the export is ready.

Formatting the data

The initial export will contain a lot of additional fields that won’t be needed for an audience upload into Google Ads. The main fields we are interested in are:

• First Name
• Last Name
• Email
• Country Code
• Zip (Postcode)
• Phone

Remove any columns and fields that aren’t needed. Country Code will need to be renamed to just ‘Country’ for the upload. Your upload file should eventually look like the following:

 

You can upload a file with as little as just emails, however the more data you provide, the more accurate the data match will be. You should also be sure to save the import file as a .CSV.

To match with a country and zip/postcode, the first name and last name must both be also provided. When providing a phone number, country code will also need to be provided.

Alternatively, you can download a template with instructions provided by Google. 

Importing into Google Ads

• Log in to your Google Ads account

• Click on ‘Tools’ in the left-hand menu, followed by Shared Library > Audience Manager

• Click on the blue + icon, followed by ‘Customer list’ in the drop-down

• Click on ‘Upload a file manually’ from the options

• Name your audience segment

• Select a customer type from the drop down.

The above is an optional step, however choosing a customer type helps Google understand the stage the customers within your list are currently in. For example, high-value customers, disengaged customers, basket abandoners etc. It will take this into account when optimising campaigns through smart bidding.

• Select the data type as ‘Upload emails, phones and/or postal addresses’

• Upload your CSV file

• Review the Customer Match Policy

• Click Save and continue

You have now uploaded your customer list. Google will need 24-48 hours for your list to match and populate.

You can click into any list you’ve uploaded to see a breakdown of the match rate, which is the percentage of users in your list that Google can identify. A high match rate is generally considered to be 70% or above.

Refreshing your lists

You may want to refresh your customer lists regularly to make sure your data is as up to date as possible.

• Navigate back to the Audience Manager, found in Tools > Shared Library.

• Click into the audience you want to refresh

• Click on the 3 dots in the top right corner, followed by ‘Edit list’

• In the ‘List members’ section, click on ‘Modify List’

• Tick ‘Edit your list based on customer contact information’

• Choose from 'Add more customers', 'Remove specific customers', and Replace existing list members with a new customer list

• 'Replacing existing list members' is likely your most suitable option, as this simply swaps the list members with the ones within your new list, as opposed to adding those members into the existing list

Optimise your Google Ads campaigns now

Thanks to Shopify’s simple export process, you can further leverage first-party data to fuel and shape your Google Ads campaigns. 

Be sure to double check that your data adheres to Google’s Customer Match policy prior to uploading and get started. 

If you need any support with exporting Shopify data or your Google Ads campaigns, get in touch with our performance marketing team today.